Why Twitter reset the @Twitter account

On Friday morning, Twitter posted a single word to its Twitter account: “The.” Average users began replying, telling a story one word at a time. When it was done, the first thread read: “The beginning of the end is near. Yay.”

Had it been posted a month or so, it’s likely the world would have written off Twitter’s “the” as a pocket-tweet. But if you’ve been paying attention to @Twitter for the past few weeks, you’ve noticed an undeniable transformation. An account best known for posting almost comically remedial education to its user base — it was still instructing followers on how to retweet as recently as 2016 — suddenly felt a bit more alive.

In recent days the account started a service-wide conversation around the meaning of users’…

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